DirecTV Retires Rob Lowe "Don't Be Like This Me" Ads

The move comes after competitor Comcast challenged the spots as being misleading.

There is once again only one Rob Lowe.

DirecTV has ended its popular series of "don't be like this me" ads starring the actor as two versions of himself. One version used DirecTV, and was cool and attractive. The other Rob Lowe was a cable subscriber and was decidedly less cool and attractive.

"We try to retire campaigns at their peak — before they jump the shark," Jon Gieselman, DirecTV senior vp marketing, told The Los Angeles Timesof the decision to end the campaign.

DirecTV's move to end the ads come after competitor Comcast challenged the spots as having misleading claims about DirecTV's superiority. On Tuesday, The National Advertising Division of the Better Business Bureau recommended the ads be pulled.

DirecTV maintained the claims in the ads were "so outlandish and exaggerated that no reasonable consumer would believe that the statements being made by the alter-ego characters are comparative or need to be substantiated."

DirecTV has replaced the ads with a new campaign starring Sports Illustrated swimsuit model Hannah Davisand a talking horse. DirecTV says it planned on moving in a different direction with its ads prior to the complaint Comcast filed three months ago.